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Comparing Tesco, Asda, Sainsburys, and Morrisons on Twitter: who wins?

Below is a comparison using very powerful analysis tool NodeXL which takes a look at and compares the Twitter networks of Tesco, Asda, Sainsburys, and Morrisons.

Twitter is a social media platform, and also a news monitoring platform, it allows you to monitor not only your own performance, but also your competitors.

NodeXL network graphs cluster all mentions of your organisation into a number of different groups, and by doing so patterns emerge in the form of different groups. Associated with the patterns are metrics such as:

Top URLS

Top KEYWORDS

Top HASHTAGS

SENTIMENT

TOP WORDS

TOP CO-WORDS

TOP INFLUENCERS

The figure below provides a 4 way comparison between the different supermarket chains, and instantly we can note some similarities and differences:

Each supermarket chain has a large broadcast network where users are retweeting and engaging with tweets and/or Twitter account of a supermarket

All Twitter accounts have an isolates group and some are larger than others, for instance, it appears Asda have the largest group of isolates

A low graph density (number of users connected to each other) may be describable and Morrisons has the lowest followed by Tesco, Sainsburys, and Asda

Sainsburys has the most users, and URLs NOT connected to its brand tweeting about the supermarket, for instance it has mentions from the Guardian

Tesco and Morrisons have a fair level of internal and external mentions

Asda has the most users and URLs from within the brand tweeting and sharing information related to the supermarket

The hashtag VEGAN appears in Tesco and Sainsburys network graphs

Tesco has the largest user-base on Twitter with a total of 17,621 unique users over the last week or so, followed by: Sainsburys (15,087), Asda (11,117), and Morrisons (1658)

4 way comparison =

Using the metrics above we can rank the supermarkets in the following order:

TESCO

Sainsburys

Asda

Morrisons

Now lets take a closer look at each of the network graphs:

1. Tesco

In addition the the network visualization above, a number of metrics are also produced alongside the graph. These metrics are produced OVERALL, and by GROUP-LEVEL.

There are many, many metrics produced, and although we provide a sample of these below we recommend that you click the link above and explore the network graph and metrics further.

In Tesco’s graph one of the most frequently occurring URLS is that of the news that Tesco has been voted as the most improved supermarket in the UK. The top hashtags are that of tesco, deal, and everylittle helps among others.

2. Sainsburys

In addition the the network visualization above, a number of metrics are also produced alongside the graph. These metrics are produced OVERALL, and by GROUP-LEVEL.

There are many, many metrics produced, and although we provide a sample of these below we recommend that you click the link above and explore the network graph and metrics further.

An article to appear among the most frequently occurring URLs within the network graph was that of an article published by the Guardian titled Campaigners call on EU to halve food waste by 2030. The most frequently occuring hashtags consisted of fooddancing, newyearsresolution and vegan among others.

3. Asda

In addition the the network visualization above, a number of metrics are also produced alongside the graph. These metrics are produced OVERALL, and by GROUP-LEVEL.

There are many, many metrics produced, and although we provide a sample of these below we recommend that you click the link above and explore the network graph and metrics further.

A URL to appear among the most frequently occurring list for Asda’s network graph is that of the news that Asda and Co-op were the only retailers to be listed on top LGBT-inclusive list. The most frequently occurring hashtags consist of deal, gggthefil, and black friday among others.

4. Morrisons

In addition the the network visualization above, a number of metrics are also produced alongside the graph. These metrics are produced OVERALL, and by GROUP-LEVEL.

There are many, many metrics produced, and although we provide a sample of these below we recommend that you click the link above and explore the network graph and metrics further.

A URL that appeared within the graphs most frequently occurring list is that of an article titled: The very strange reason that drivers keep pulling over for Morrisons delivery vans, which notes how emergency workers are mistaking Morrison vans for ambulances. The most frequently occurring hashtags are that of fintech, morrisons, and uk among others.